The Use of Marketing Variables and their Perceived Effectiveness in International Context Dr. Matti J. Haverila

©Matti Haverila, Infacs Oy Goals of the research (1) The purpose is to gain knowledge about the use of marketing methods and their perceived effectiveness when Finnish companies launch new high technology products into foreign markets. The research contributes to empirically based knowledge concerning product launches and specifically to the role of marketing methods in product introductions. Marketing methods investigated were selected through a literature review with respect to accounting for the special features of high-tech products.

©Matti Haverila, Infacs Oy Research question To what extent do Finnish high-technology companies use different marketing methods with international product launches and how effective they were perceived to be by the management?

©Matti Haverila, Infacs Oy Research methodology and model description

©Matti Haverila, Infacs Oy The use and perceived effectiveness ranking of the marketing methods

©Matti Haverila, Infacs Oy The use and perceived effectiveness ranking of the marketing methods in successful cases

©Matti Haverila, Infacs Oy The use and perceived effectiveness ranking of the marketing methods in unsuccessful cases.

©Matti Haverila, Infacs Oy Conclusions 1.In terms of perceived effectiveness, the highest rating was given to new product development strategy in the whole sample population. Marketing consultants received the lowest rating. Thirteen marketing methods (marketing concept, new product development strategy, product/service specialisation, market segmentation, marketing organisation, distribution, positioning, marketing planning, publicity, market research, advertising, marketing information systems/marketing intelligence and marketing consultants) received higher effectiveness ratings than usage. 2.The major differences between usage and effectiveness were sales promotion, market share and marketing information systems/marketing intelligence. 3.The effectiveness ratings regarding sales promotion and market share were somewhat lower than usage. The effectiveness rating regarding marketing information systems/marketing intelligence, on the other, hand was somewhat higher than usage.

©Matti Haverila, Infacs Oy Conclusions 4.The correlation between the usage of the marketing methods and their perceived effectiveness seems to be very high in the total sample population as well as in successful cases (>0,9). 5.The correlation between the usage of the marketing methods and their perceived effectiveness is somewhat lower in unsuccessful cases (0,74). This is caused mainly by the differences between usage and perceived effectiveness as regards to the following marketing methods:  Publicity,  Marketing concept,  Differentiation,  Pricing,  Marketing Organization and  Market Share. 6.In spite the fact that the overall correlation is still very high between the usage and effectiveness in unsuccessful cases, the differences in specific marketing methods between usage and perceived effectiveness appears to be significant.